Market Traction and a Strong Founder Brand


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Market Traction and a Strong Founder Brand

  1. 1. Integrated Marketingfor Startups + Micro- Gaining Traction Through a Businesses Brand Strong Founder #SMIATLIM Jacqui Chew @jacquichew/ @LaunchAid
  2. 2. Traction - Building Blocks Press Employees Analyst Coverage Contractors Reviews/Awards Advisors Users Investors Customers Mentors ???
  3. 3. What is Brand? “A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” - Jeff Bezos "What’s a brand? A singular idea or concept that you own inside the mind of the prospect." - Al Ries “Success means never letting the competition define you. Instead you have to define yourself based on a point of view you care deeply about.” - Tom Chappell, Toms Of Maine
  4. 4. Focal Point Users Customers
  5. 5. Personal Brand Knowledge Personality Appearance Attire
  6. 6. Founder Brand • Shaped by what is • Resonance communicated and determined by how it is relevance and communicated frequency
  7. 7. Effect of Social Engagement ©2012 Fusion Marketing LLC
  8. 8. The Social Strategy Framework 1 Which Channels to Engage? 2 Who Is Your Audience? 3 What Are You & What does Your Audience your brand Passionate stand for? Product About? Development
  9. 9. 2 Define your audience. Demographics: characteristics of a group of people such as gender, race, income, etc. Geography: The geographical location of a group of people. Psychographics: Personality traits, lifestyles, values, interests, attitudes, etc. Behavioral: Usage rate, usage pattern. Socialgraphics: online behavior and relationships
  10. 10. 2 Define your audience.What Does Your AdvocateAudience Know About Your Repeat Action/ Brand? Enthusiast Action Single action Continuum Aware, no action Nothing
  11. 11. 3 What is your founder brand? Who Are You + What Do You Stand For knowledge Expertise Why this startup? Industry How do the above align with your audience?
  12. 12. Desired Social Media Effect ©2012 Fusion Marketing LLC
  13. 13. Be consistent Be a good social • Stay on message citizen • Post regularly • Be helpful • Listen Set measurable Build a strong goals work network • Helps with time • Quality not quantity management Share great Be engaging • Promote others content • Better the content, • Acknowledge when the more likely your your network shares network will share your content©2012 Fusion Marketing LLC
  14. 14. Rely on one Don’t spam channel • Cross post with • Each network has caution its strengths Be too sales-sy No fighting • Allow others to • Take complaints, discover what disagreements, etc. you do offline • Everyone can see Broadcast generic what you are writing messages©2012 Fusion Marketing LLC
  15. 15. Pre-Content Creation Checklist Update all personal profiles (Linkedin, Facebook, Twitter, G+, etc.) Optimize website for search (structurally and content) ©2011 iFusion Marketing LLC
  16. 16. 5 Steps to a 3-Month Editorial Calendar 1. List all industry events, seasonal holidays, festivals, etc. and impending company milestones in the next 3 months 2. Develop blog topics/video/photos that align with your founder brand and/or leverage seasonal trends Visual brands: be sure to leverage Pinterest, Facebook Albums, Flickr, YouTube, etc. 3. Curate and share 3rd party Content 4. Apply the Rule of Five Remember to engage + converse with your audience
  17. 17. Managing Your Networks Scheduling Tools Curation Tools Hootsuite Xydo Seesmic Ping Flashissue TweetDeck Storify Buffer Scribit Social Sprout
  18. 18. The Social Strategy Framework 1 Which Channels to Engage? 2 Who Is Your Audience? 3 What Are You & What does Your Audience your brand Passionate stand for? Product About? Development
  19. 19. Connect with me: @jacquichew @iFusionMktg©2010 iFusion Marketing LLC